Sephora Inside JCPenney Picks Up 'FAB'

First Aid Beauty (FAB) skin care collection next up in stores.

08.29.13

First Aid Beauty Ltd. (FAB)—a skin care brand that provides therapy for universal skin challenges including sensitive skin, eczema and facial redness­—is launching into 361 “Sephora inside jcpenney” stores in September 2013. According to the company, it proud to announce the expansion after three-and-a-half blockbuster years at Sephora stores across the United States.

Lilli Gordon, founder of First Aid Beauty, said, “Sephora is a visionary beauty retailer who has been integral in First Aid Beauty’s growth since day one. They possess a fundamental understanding of FAB, having exclusively launched us in 2009. Our expansion with Sephora inside jcpenney feels like a natural progression. We’re thrilled to extend our relationship and offer FAB to a broader audience of beauty consumers.”

First Aid Beauty will offer a full range of skin care solutions at Sephora inside jcpenney, including the best-selling Ultra Repair Cream - one unit was sold every 3.34 minutes in US Sephora stores this year.

“First Aid Beauty's line of skincare solutions has proven to be a mainstay at Sephora over the past few years," says Daphne Freeman, vice president of merchandising, Sephora inside jcpenney. "We are excited to expand the brand's every day, exceptional formulas to our Sephora inside jcpenney clients this fall.”

A celebrity favorite, First Aid Beauty products are free of harsh chemicals and known allergens, including parabens, phthalates, alcohol, fragrances and artificial dyes. Select products also boast FDA-approved over-the-counter formulations that target specific skin issues and all products may be used by even the most sensitive skin type.

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